88rising and GUESS announce the launch of their sophomore collaborative capsule collection, GUE88. After an extremely successful freshman collaboration which debuted last November, this year, 88rising and GUESS have expanded the collaboration’s offering to a 54 piece capsule featuring denim jackets, hoodies, bodysuits, cargo pants, accessories and more.
The two brands looked to their own iconic symbols, each representing their own story, and combined them to create a graphic narrative that blended equal parts 88rising and GUESS’ DNA. Following the first GUE88 collaboration, which had a tie dye focus, the new collection features a heavy acid wash story. Looking to GUESS’ roots, acid wash is seen throughout the with a play on color and elevated with premium pima fabric.
“We admire everything 88rising is doing in the music and cultural space. With GUESS being a global fashion brand and 88rising having a global footprint as well, we’ve been able to create great synergy together. GUESS is committed to giving people a full experience through music, product, and activations. 88rising has been a great partner to create these moments. Last year’s collaboration was very limited to their festival and tour. In this second chapter, we will be expanding our story together around the world in exciting ways.”Nicolai Marciano, GUESS?, Inc. Director of Brand Partnerships & Specialty Marketing
To celebrate the official retail launch of GUE88’s newest collection, artists from 88rising’s roster including Rich Brian, Joji, Higher Brothers (Masiwei, Psy.P, KnowKnow, Melo) and NIKI were shot for the official campaign which was inspired by a school yearbook concept. By showing off the artists’ personalities and also juxtaposing the quintessential American experience of the yearbook photo with Asian talent, 88rising continues to blend Asian culture with that of the West.
“After an extremely successful debut GUE88 capsule collaboration last year – where we sold out two releases within 15 minutes each drop – this year, we’re back again for round two. We wanted to build on the tie dye theme from year one, so we based it around an acid wash concept. The majorly expanded line represents the essence of 88rising: we are forever living our lives on our own terms, guided in our belief for creative freedom, and along the way, forging an irresistible energy that enables us to push Asian culture to new dimensions. And we’ll keep pushing, leading our specific brand of Asian representation, and inspiring the global youth. Working with Nicolai and his team has been amazing because they’re able to capture this energy and match it with their own. They understand what we stand for without it having to be said, and we’ve been able to create an incredible line because of it.”Sean Miyashiro, 88rising, founder and CEO
Take a closer look at the collection below:
The GUE88 collection is now available at 88nightmarket.com and will release locally on November 2, 2019.